Car Comparison Tool
Product: Multi-brand car comparison tool
Role: Strategy, research and UX lead
Scope: iPad app
Empowering Audi sales teams with instant competitive intelligence, this innovative tool bridges knowledge gaps and boosts showroom performance.
Research
CI&T was selected to develop a concept for Audi’s internal search platform, the foundation of a larger sales support ecosystem.
Primary users were Audi salespeople working on the showroom floor, engaging directly with potential buyers. During research, we also identified secondary users—Sales Trainers—who are key sources of technical product knowledge for the sales team.
Using Dovetail, I synthesized findings and recordings into insights that shaped the platform’s core features.
In parallel, the team conducted a market review of car comparison tools and database vendors, helping define the platform’s scope and requirements.
On-location interviews were conducted in showrooms were conducted to learn better about staff interactions with clients and understand daily challenges, helping me design a solution grounded in their real-world experience.
Users and Motivations
Wireframing
Since the comparison tool was envisioned as part of Audi’s future internal sales hub, the concept was also designed to subtly reflect that larger vision.
A core usability challenge was enabling fast, side-by-side access to detailed information across multiple car models. To solve this, we audited several data providers and integrated a search feature that helped users quickly locate and highlight key differences.
Design
Using Audi’s established design system, I translated the wireframes into high-fidelity screens, ensuring alignment with brand and usability standards while supporting future scalability.
I also created clickable prototypes, which were essential for testing the solution’s practicality in a controlled environment prior to final approval.
Compare
The comparison solution is robust and gets down to small details. Because of this, the user first lands on a “Key specifications” tab, that enables them to quickly glance where their selection pops against the competition. To give better highlights, advantages for Audi are marked.
Search
The search functionality is also important in this case, since client questions tend to specific to a car or a build feature. To make best use and get quick results, search has built in autocomplete and suggestions.
More actions
To enable the sales rep maintain the lead, the results page offers a “what’s next” section with the ability to share or download the comparison.